Make Every Yard Count

Wood Pencil / Digital Marketing / Integrated Digital Campaigns / 2015

In a country of a billion, space is at a premium. But India's cricket-crazy youth never stop chasing their dreams of playing for their country. During the 2014 Cricket World Cup, JWT India co-created a film with India's fledgling sports stars that serve as inspiration for everyone. Cricket fans from across the country were invited to send shots of themselves playing via Facebook, Twitter and the campaign website. Each image was prefixed with a keyframe posted online. A group of 108 amateur sports photographers also travelled the country and shot playgrounds throughout rural India. The resulting TV spot was composed from a crowdsourced image bank of 225,001 frames. Chants, breaths, screams, appeals and sledges were recorded and rendered into the soundtrack by vocal percussionists and sound designers. The sequence melds 1,440 images into a single seamless stream of action that takes place across a thousand playing fields.

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